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The social media age has taken data collection to an explosive new level. According to many estimates, Facebook now serves 1.4 billion users each and every day. To put that in perspective, roughly 1 out of every 5 people in the world make a daily connection with the social networking site. And with each contact, Facebook collects data, with a daily diet exceeding 500 terabytes.

Do you know who makes up your social media audience? When you communicate through social media, who is listening? What types of people are inclined to participate in social media engagement? It turns out that there are a number of factors that influence whether or not a person interacts with social media, how often they tune in and even which platforms they use. There’s even some science helping us understand who might be listening.